Celebs Become Good Solar Neighbors
Sharing the sun’s energy
In a perfect example of triple bottom line business management (and how celebrities, for all their perceived flaws, can make a difference), Southern California’s BP Solar company teams up with the stars for a mutually beneficial project. Every time an invited celeb buys a 6 kW or larger BP solar system for what is presumably only one of their many homes, a similar system is installed, free of charge, on a low-income family’s home in South Central Los Angeles - now that’s what we call a good sales promotion. If the star’s home happens to be a little bigger than most, and we’re sure a few are, additional needs of 6 kW will get yet another family a system to call their own.
Started with a suggestion by Edward Norton (now leading the charge in recruiting others)while he was deciding to buy a BP system for himself a few years ago, it has been supported by celebs such as Brad Pitt, Ed Begley Jr., Salma Hayek, Danny Devito and Rhea Pearlman and Alicia Silverstone.
Partnering with the Environmental Media Association and the Enterprise Foundation (for which Norton is a trustee), BP’s initiative is the kind of inspiration more green businesses could use. Not only is BP getting the benefit of celebrity endorsement - and everyone knows how much of a marketing goldmine that is - but they’re able to contribute in a green way, while still making a profit! Unfortunately for the rest of us, not just any Joe Shmo can sign up and earn a family a free system; you have to be famous. But it’s a start.
Families are chosen by the nonprofit Enterprise Foundation, an organization that assists in the rebuilding of communities and helps low-income families find affordable housing. They are purchasers of homes through the Enterprise Home Ownership Program (EHOP). The families end up reaping the benefits of lowered or eliminated electricity bills, allowing them money for necessities like home maintenance and improvements. The lowered financial burden allows them to learn about environmental responsibility and participate in conservation. Around 30 families have received systems so far, showing the power of good business.
